BACKGROUND

In the summer of 2017, Istanbul has experienced the biggest hailstorm in recent years and thousands of cars were damaged. When news

reports announced a new storm was coming in 2018, people took

“extra serious” precautions like covering cars with carpets, which turned into a social media phonemenon and meme.

REAL TIME RESPONSE

IKEA used this opportunity to display their carpets. First, a social media post was posted: “For those who want to display more colorful images in the next hailstorm…” After the post got thousands of

comments in minutes, outdoor displays were prepared. Cars covered

with carpets were placed at different locations in Istanbul and

IKEA parking lot.

Cannes Lions - Mobile - Bronze Lion
One Show - Mobile - Bronz
Golden Drum - Digital - Grand Prix

Lynx Awards- Digital - Grand Prix

Epica - Digital - Silver
Crystal Apple Awards - 4 Crystal Apples
Mixx Awards - Grand Prix, 2 Gold
Felis Awards - 3 Felis Awards